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My speculation: It's almost certainly already happening.

Yes, it's called "tool partnerships" and Microsoft has been doing it heavily for Copilot.

Can’t you just game the SEO and Google will eat your result thus pointing you to whichever service/product?

It’d be spam generated answers from seo spam. Which is definitely already happening.

Those AIs are operating at a loss. Sooner or later they will seize enough market share for investors to demand returns.